ELLE has trumped Vogue in ad sales for the first time. So, I, a gal who spends countless hours a week on a non-revenue generating blog, have decided to weigh in. I do realize that most of these ideas go against the principle of appeasing advertisers and actually making a profit, but I type nonetheless...
{1} Deceptively Simplify the Covers | Someone, around 1991 or so, must have sent a massive memo to American and British magazine editors explaining that no one will read their publications if they don't splash ghastly hot pink or red words all over the cover. Let the picture tell the story -- like this or this.
{2} Go on Location | Traditional travel guides are generally terrible, so why not use your great taste and artistry to inspire us to flee (physically or just imaginatively) to far away lands (or Boston...or Cheyenne). Dedicate each issue to a specific city and really delve in. Every town provides a thousand different backdrops for editorial spreads. Tell us about the tiny boutiques and local labels like Domino did so wonderfully (yes, the Domino that went out of business), the places and lines that keep things interesting in the shadow of the ubiquitous megastores (yes, the ones that belong to your advertisers). Each issue will be a collector's item.
{3a} Give us the dirty details | There's one thing to creating the fantasy, but now that runway shows are online within hours, it's not enough to show key outfits from each collection. If you want us to invest in your advertisers' clothes, help explain why they cost what they do. Show us how they're made - one old woman's blood sweat and tears does justify $8,000 for a Birkin or a Balmain jacket. Couture gowns look beautiful, but they really look beautiful up close. Show us that hand stitching and a little of the process. You have access that we plebes could only dream of - and that no blogger will ever have.
{3b} Go behind the scenes | Japanese hairdresser Katsuya Kamo (the guy who made all these phenomenal head pieces) created completely spectacular paper hats for the Spring 2009 Chanel Couture show. You pointed this out - and it was wonderful. We're not going to run out and buy paper (or bird) headdresses, but it's wildly interesting and inspiring nonetheless. More of that, please.
{4} More of the affordable stuff | This goes without saying, but if we're not treating ourselves to presents, it's nice to get a stocking stuffer or two. Your shopping picks section at the end is great - expand it. But when offering up bargains, make sure they're bargains. I treat money like VD - something to get rid of (I paraphrased that from something I read and loved), but I don't think I've ever spent more than $300 on an article of clothing. Bags and shoes, yes. Clothes, no.
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